Breathing new life into a brand rooted in history and excellence. Challenge The Society of Actuaries (SOA) was in need of a brand refresh in order to stay current with the times and to better articulate it’s mission and differentiated offerings to its 25,000+ global membership base. Our charge was to create a powerful, differentiating new brand—starting with a new logo—and ultimately a new visual and verbal voice for their brand. We also had to position the SOA as the leading global professional actuarial organization as an entity that was trusted by leaders of business and candidates to advance actuarial knowledge and the profession around the world. Insight Designed back when the SOA was founded, the biggest problem with their seal- style logo was that it wasn’t digitally friendly. After

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